Ever wondered how to measure the success of B2B blog content?
We often invest huge time and resource in creating blog content for businesses. But it’s not easy to know whether it’s paid off. How do you measure the performance of B2B content? Especially when it’s not as simple as tracking leads through an enquiry form, or responses to a mail-out?
In this post, we’ll offer some tips on how to measure the success of B2B blog content. This information is critical in showing an ROI from B2B content. But it’s also helpful in understanding where traffic comes from – and how you can optimise and promote your blog content more effectively.
5 Ways to Measure the Success of B2B Content
Visitors per Traffic Medium
If you have access to Google Analytics data then you can view how many visits a B2B blog post receives from:
- Search : how many visitors came from search engine queries
- Referral : visits from links on other sites or from social media sites
- Direct : visits from people coming straight to your site
- Campaigns : visits from email campaigns
Social Signals
Whenever someone likes, comments, shares or bookmarks your content on social media, this is known as a ‘social signal’
Tracking the number of social signals across the major social networks can give you invaluable insight into how effective the content is. But it’s also a great way to measure where your B2B audience is, and what platforms they’re most likely to engage with your content on. Should you focus your resource on Facebook or LinkedIn?
Backlinks to Blogs
If your B2B blog post is performing well, you may find that other users share that content on their own websites, and link to your blog post.
Backlinks are a great way to measure the success of B2B blog content. A backlink (a link to your site from another domain) can help increase your search visibility because Google sees that link as a ‘vote’ for your content, and a sign of its usefulness. The more backlinks your site has, the more likely your content is to rank highly in search results.
Email Sign Ups
If your blog post is distributed by email to your mailing list, this can be a useful way to measure the success of your B2B blog posts.
How many people share your newsletter? Did new people register to your newsletter? What about clicks on links in your blog post?
More broadly, if your B2B content is performing well, you should see an uptick in email registrations.
Time on Blog Post
The last tip for measuring the success of B2B content is very simple. How long do people spend reading your latest blog post?
“Dwell time” refers to the amount of time that a user spends on a specific web page. The longer that is, the more likely the page is to perform well in SEO.
A second important metric is “bounce rate”. This refers to how many people read the content and then visit another page on your website. Bounce rate is also a ranking factor in SEO strategy. If your content is very successful, you should see a reduction in bounce rate. That’s because people will click on links in your blog to explore the site more widely.
Want to work together creating B2B content that delivers measurable results? Get in touch to find out more about my B2B copywriting services.